Byju‘s

Group E10
Sagar Singla - 2111243
Sukriti Taneja - 2111290
Rashish Prasad - 2111228
Gayatri Sukare - 2111334
5C analysis
Company Customer
Educational technology company Need: Parents want quality education for their
children which are missing in schools
Launched in August 2015 offering educational
content - Class 4 to 12 Value proposition - Provides on-demand quality
education through an interactive platform
In 2019 - learning program was also started for
classes 1 to 3 250 million students - potential for growth. Right
now, 40 million customers, 3 million are annual
Coach students for competitive examinations
subscribers
15 million students as its users and almost 9
highly price sensitive
million paid subscribers
60% believes that the Byjus enhances & add value
Strong financial position
to the education system
Not be able to penetrate into the rural sectors of
48% of the customers are likely to recommend
India
 5C Analysis

Collaborators Competitors

GOVERNMENT UNACADEMY - UPSC, SSC, IIT-JEE, CAT

● NSDC (National Skill Development upGrad - Product management, Artificial
Corporation) Intelligence, Machine Learning
BUSINESS ALLIES & COMMUNITY LEADERS VEDANTU - Olympiads, IIT-JEE
-
MERITNATION - Subject wise courses for
● Aakash Educational Services
grade 1st - 12th
● Vidyartha (Partnership between Google &
Byju’s)
● BHLP (Byju’s Home Learning Programme)
5C cont.
Context - PESTEL
POLITICAL- Local government in India has a big
role as new initiatives or policies originate from here
in their own states
ECONOMIC- Byju’s can push for its own sale to
increase their profits. With high GDP being seen
recently Byju’s can now target new segments which it
did not consider before.
SOCIAL- Although the consumers of Byju’s are
students, the customers are their parents who are
eventually going to buy the services (as they are now
getting more and more involved with their children and
their studies).
TECHNOLOGICAL- Mobile phone and internet
penetration has been increasing in India which allows
Byju’s to put forth their business model of online
learning.
LEGAL- The new Consumer Protection Act of 2019
now has a bigger scope and deals with ecommerce and
unfair contracts.Employment laws regarding hiring
teachers and other employees should also be
considered. Byju’s should follow these rules strictly
 STP Model
Total Number of Segments: 48
Base Type 1 Type 2 Type 3 Type 4
Targeted segments –
Age 9-13 14-18 18-22 23-26 ● Age Group - 9yrs to 13yrs and 14yrs to 18 yrs

Income Lower Middle Up-middle Upper ● Economic Class – Lower, Middle Class
● Geography - Tier 2 and Tier 3 Cities
Geog. Tier 1 Tier 2 Tier 3

Segmentation criteria Points of difference

Substantial Measurable Accessible Actionable Differentiable ★ Engaging & interactive classes
★ Separate doubts classes
Valid segmentation base - 24 ★ Personalized learning at own pace
Base Type 1 Type 2 Type 3 Type 4 Point of Parity
★ Providing knowledge in an easier way
Age 9-13 14-18 18-22 23-26
★ Enjoyable and understandable
Income Lower Middle

Geog. Tier 1 Tier 2 Tier 3

Product
Price
Analyzing competitors costs, prices-

Price Objective - Price ranges from Rs 1330 per month to

Unacademy Rs 7020 for 24 months
The price of the products should be less than
the domestic competitors to capture the market Price ranges from Rs 3333 per 3
share Vedantu months to Rs 3499 per month

Post graduate of 5 months costs Rs.

99,000 and that of 2 years costs for Rs.
Determining the Demand -
UpGrad 2,75,000

Considered as having Elasticity of demand as Tablet price ranges from Rs 24990 to Rs

significant number of local coaching players 42990
Meritnation
have shifted to online platform.

Key Idea is to deliver the product at competitive

price
Place
Current Scenario - Plan of Action -

Both by online and offline mode of sale Target area is rural parts of India

Current offices at Bengaluru, Noida, Chennai,
Dubai
Products are mostly available through the
company’s website
● Collaborate with Schools & NGOs
● Campaign programs to reach customers
directly
● Special drive like Pulse Polio Campaign
before each session

ORM- Online Reputation Management

should be done to resolve issues and
complains. This will help in higher rate of
customer satisfaction.
Promotion
Target Audience:
Age group of 9-13 year old and 13-18 years old,
as well as their parents
Communication objective:
To establish Byju’s as the go to app in EdTech
market
Message source: Choosing Anand Kumar as
the person to convey our message of reduced
prices as well as benefits of the app
Message strategy:
Increasing customer satisfaction that we are
targeting as well as their social satisfaction
Advertisements -
Ads on Youtube - Increasing Byju's subscription
by putting out not more than 40 second ads that
will show all the important information
Banners & Posters - As our target is the middle
and lower class section, the topmost choice of
effective way to promote byju’s would be
through banners and small posters
Referrals - Giving customers who have
increased the subscription of Byjus, added
benefit of free 15-30 days access after their
own subscription ends